Phân tích trắc lượng thư mục về kế toán quản trị môi trường và hiệu suất môi trường
Ngày xuất bản:
25/08/2025
Ngày xuất bản Online:
25/08/2025
Chuyên mục:
Tài chính, Ngân hàng, Kế toán, Kiểm toán
Nội dung chính của bài viết
Tóm tắt
Kế toán quản trị môi trường (EMA) là công cụ quan trọng giúp doanh nghiệp đo lường, giám sát chi phí môi trường và cải thiện hiệu suất môi trường (EP), từ đó tối ưu hóa quản lý tài nguyên và nâng cao lợi thế cạnh tranh. Nghiên cứu phân tích mối quan hệ giữa EMA và EP thông qua phương pháp trắc lượng thư mục. Dữ liệu được thu thập từ Scopus với 79 tài liệu trong giai đoạn từ năm 2006 đến tháng 9/2024. Sử dụng công cụ VOSviewer, nghiên cứu phân tích các xu hướng chính, các tác giả có ảnh hưởng và mối quan hệ giữa EMA và EP. Kết quả cho thấy EMA đóng vai trò quan trọng trong việc cải thiện EP, chịu tác động bởi chiến lược môi trường, sự cam kết của ban lãnh đạo và áp lực từ các bên liên quan. Tuy nhiên, việc triển khai EMA gặp nhiều thách thức, đặc biệt trong doanh nghiệp nhỏ do hạn chế tài chính và nhận thức. Nghiên cứu cung cấp cái nhìn tổng quan về sự phát triển của EMA và EP, đồng thời đề xuất các hướng nghiên cứu tiềm năng để thúc đẩy doanh nghiệp áp dụng EMA hiệu quả hơn nhằm đạt mục tiêu phát triển bền vững.
Abstract
Environmental management accounting (EMA) is an important tool for businesses to measure, monitor environmental costs and improve environmental performance (EP), thereby optimizing resource management and enhancing competitive advantage. The study analyzes the relationship between EMA and EP through bibliometrics. Data were collected from Scopus with 79 documents in the period from 2006 to September 2024. Using the VOSviewer tool, the study analyzed the main trends, influential authors and the relationship between EMA and EP. The results show that EMA plays an important role in improving EP, influenced by environmental strategy, management commitment and pressure from stakeholders. However, the implementation of EMA faces many challenges, especially in small businesses due to financial and awareness constraints. The study provides an overview of the development of EMA and EP, and proposes potential research directions to promote enterprises to apply EMA more effectively to achieve sustainable development goals.
Từ khóa
Hiệu suất môi trường; Kế toán quản trị môi trường; Phân tích trắc lượng thư mục
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M41 - Accounting - Accounting and Auditing, Q50 - General - Q56 - Environment and Development • Environment and Trade • Sustainability • Environmental Accounts and Accounting • Environmental Equity • Population Growth - Environmental Economics
Tài liệu tham khảo
Al-Tuwaijri, S. A., Christensen, T. E., & Hughes II, K. (2004). The relations among environmental disclosure, environmental performance, and economic performance: a simultaneous equations approach. Accounting, organizations and society, 29(5-6), 447-471. https://doi.org/10.1016/S0361-3682(03)00032-1
Appannan, J. S., Mohd Said, R., Ong, T. S., & Senik, R. (2023). Promoting sustainable development through strategies, environmental management accounting and environmental performance. Business Strategy and the Environment, 32(4), 1914-1930. https://doi.org/10.1002/bse.3227
Appiah, B. K., Zhang, D., Majumder, S. C., & Monaheng, M. P. (2020). Effects of environmental strategy, uncertainty and top management commitment on the environmental performance: Role of environmental management accounting and environmental management control system. International Journal of Energy Economics and Policy, 10(1), 360-370. https://doi.org/10.32479/ijeep.8697
Asiaei, K., Bontis, N., Alizadeh, R., & Yaghoubi, M. (2022). Green intellectual capital and environmental management accounting: Natural resource orchestration in favor of environmental performance. Business Strategy and the Environment, 31(1), 76-93. https://doi.org/10.1002/bse.2875
Bornmann, L., & Mutz, R. (2015). Growth rates of modern science: A bibliometric analysis based on the number of publications and cited references. Journal of the association for information science and technology, 66(11), 2215-2222. https://doi.org/10.1002/asi.23329
Bresciani, S., Rehman, S. U., Giovando, G., & Alam, G. M. (2023). The role of environmental management accounting and environmental knowledge management practices influence on environmental performance: mediated-moderated model. Journal of Knowledge Management, 27(4), 896-918. https://doi.org/10.1108/JKM-12-2021-0953
Chan, H. K., Wang, X., & Raffoni, A. (2014). An integrated approach for green design: Life-cycle, fuzzy AHP and environmental management accounting. The British Accounting Review, 46(4), 344-360. https://doi.org/10.1016/j.bar.2014.10.004
Chang, H. C. (2013). Environmental management accounting in the Taiwanese higher education sector: Issues and opportunities. International Journal of Sustainability in Higher Education, 14(2), 133-145. https://doi.org/10.1108/14676371311312851
Chaudhry, N. I., & Amir, M. (2020). From institutional pressure to the sustainable development of firm: Role of environmental management accounting implementation and environmental proactivity. Business Strategy and the Environment, 29(8), 3542-3554. https://doi.org/10.1002/bse.2595
Christine, D., Yadiati, W., Afiah, N. N., & Fitrijanti, T. (2019). The relationship of environmental management accounting, environmental strategy and managerial commitment with environmental performance and economic performance. International Journal of Energy Economics and Policy, 9(5), 458-464. https://doi.org/10.32479/ijeep.8284
Clarkson, P. M., Li, Y., Richardson, G. D., & Vasvari, F. P. (2008). Revisiting the relation between environmental performance and environmental disclosure: An empirical analysis. Accounting, organizations and society, 33(4-5), 303-327. https://doi.org/10.1016/j.aos.2007.05.003
Dasanayaka, C. H., Murphy, D. F., Nagirikandalage, P., & Abeykoon, C. (2021). The application of management accounting practices towards the sustainable development of family businesses: A critical review. Cleaner Environmental Systems, 3, 100064. https://doi.org/10.1016/j.cesys.2021.100064
Deb, B. C., Rahman, M. M., & Rahman, M. S. (2022). The impact of environmental management accounting on environmental and financial performance: empirical evidence from Bangladesh. Journal of Accounting & Organizational Change, 19(3), 420-446. https://doi.org/10.1108/JAOC-11-2021-0157
Derchi, G. B., Burkert, M., & Oyon, D. (2013). Environmental management accounting systems: A review of the evidence and propositions for future research. Accounting and control for sustainability, 197-229. https://doi.org/10.1108/S1479-3512(2013)0000026006
Ellegaard, O., & Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact? Scientometrics, 105, 1809-1831. https://doi.org/10.1007/s11192-015-1645-z
Ferreira, A., Moulang, C., & Hendro, B. (2010). Environmental management accounting and innovation: an exploratory analysis. Accounting, Auditing & Accountability Journal, 23(7), 920-948. https://doi.org/10.1108/09513571011080180
Fuzi, N. M., Habidin, N. F., Janudin, S. E., & Ong, S. Y. Y. (2019). Environmental management accounting practices, environmental management system and environmental performance for the Malaysian manufacturing industry. International Journal of Business Excellence, 18(1), 120-136. https://doi.org/10.1504/IJBEX.2019.099452
Guenther, E., Endrikat, J., & Guenther, T. W. (2016). Environmental management control systems: a conceptualization and a review of the empirical evidence. Journal of cleaner production, 136, 147-171. https://doi.org/10.1016/j.jclepro.2016.02.043
Gunarathne, A. N., Lee, K. H., & Hitigala Kaluarachchilage, P. K. (2021). Institutional pressures, environmental management strategy, and organizational performance: The role of environmental management accounting. Business Strategy and the Environment, 30(2), 825-839. https://doi.org/10.1002/bse.2656
Hanif, S., Ahmed, A., & Younas, N. (2023). Examining the impact of environmental management accounting practices and green transformational leadership on corporate environmental performance: the mediating role of green process innovation. Journal of cleaner production, 414, 137584. https://doi.org/10.1016/j.jclepro.2023.137584
Hasan, S. A. S., Waghule, S., Al Koliby, I. S., Al-Bukhrani, M. A., Al Haifi, M. M., & Hasan, M. B. (2024). Innovating for sustainability: the role of environmental management accounting in driving environmental performance. Discover Sustainability, 5(1), 1-14. https://doi.org/10.1007/s43621-024-00389-x
Hasan, S. A. S., Waghule, S., & Hasan, M. B. (2024). Linking environmental management accounting to environmental performance: the role of top management support and institutional pressures. Cogent Business & Management, 11(1), 2296700. https://doi.org/10.1080/23311975.2023.2296700
Henri, J.-F., & Journeault, M. (2008). Environmental performance indicators: An empirical study of Canadian manufacturing firms. Journal of environmental management, 87(1), 165-176. https://doi.org/10.1016/j.jenvman.2007.01.009
Javed, F., Yusheng, K., Iqbal, N., Fareed, Z., & Shahzad, F. (2022). A systematic review of barriers in adoption of environmental management accounting in Chinese SMEs for sustainable performance. Frontiers in public health, 10, 832711. https://doi.org/10.3389/fpubh.2022.832711
Jermsittiparsert, K., Somjai, S., & Toopgajank, S. (2020). Factors affecting firm's energy efficiency and environmental performance: the role of environmental management accounting, green innovation and environmental proactivity. International Journal of Energy Economics and Policy, 10(3), 325-331. https://doi.org/10.32479/ijeep.9220
Kong, Y., Javed, F., Sultan, J., Hanif, M. S., & Khan, N. (2022). EMA implementation and corporate environmental firm performance: a comparison of institutional pressures and environmental uncertainty. Sustainability, 14(9), 5662. https://doi.org/10.3390/su14095662
Latan, H., Jabbour, C. J. C., de Sousa Jabbour, A. B. L., Wamba, S. F., & Shahbaz, M. (2018). Effects of environmental strategy, environmental uncertainty and top management's commitment on corporate environmental performance: The role of environmental management accounting. Journal of cleaner production, 180, 297-306. https://doi.org/10.1016/j.jclepro.2018.01.106
Lutfi, A., Alqudah, H., Alrawad, M., Alshira’h, A. F., Alshirah, M. H., Almaiah, M. A., Alsyouf, A., & Hassan, M. F. (2023). Green environmental management system to support environmental performance: what factors influence SMEs to adopt green innovations? Sustainability, 15(13), 10645. https://doi.org/10.3390/su151310645
Mat Yusoh, N. N. A., & Tuan Mat, T. Z. (2019). Environmental management accounting adoption barriers among Malaysian hotel companies. https://doi.org/10.5430/ijfr.v11n3p31
Mohamed, R., & Jamil, C. Z. M. (2020). The influence of environmental management accounting practices on environmental performance in small-medium manufacturing in Malaysia. International Journal of Environment and Sustainable Development, 19(4), 378-392. https://doi.org/10.1504/IJESD.2020.110643
Nagirikandalage, P., Kooli, K., & Binsardi, A. (2023). Exploring the evolvement of environmental management accounting practices for achieving SMEs' sustainability in an emerging economy. International Journal of Accounting, Auditing and Performance Evaluation, 19(2), 203-219. https://doi.org/10.1504/IJAAPE.2023.132404
Nguyen, T. M. A. (2024). Adoption of environmental management accounting in Vietnamese enterprises: An empirical analysis of influencing determinants. PloS one, 19(7), e0304902. https://doi.org/10.1371/journal.pone.0304902
Nyahuna, T., & Doorasamy, M. (2021). Application of environmental management accounting by small and medium enterprises in South Africa. Environmental Economics, 12(1), 103. https://doi.org/10.21511/ee.12(1).2021.09
Qian, W., Hörisch, J., & Schaltegger, S. (2018). Environmental management accounting and its effects on carbon management and disclosure quality. Journal of Cleaner Production, 174, 1608-1619. https://doi.org/10.1016/j.jclepro.2017.11.092
San, O. T., Heng, T. B., Selley, S., & Magsi, H. (2018). The Relationship between Contingent Factors that Influence the Environmental Management Accounting and Environmental Performance among Manufacturing Companies in Klang Valley, Malaysia. International Journal of Economics & Management, 12(1), 205-232. http://www.myjurnal.my/public/article-view.php?id=123990
Solovida, G. T., & Latan, H. (2017). Linking environmental strategy to environmental performance: Mediation role of environmental management accounting. Sustainability Accounting, Management and Policy Journal, 8(5), 595-619. https://doi.org/10.1108/SAMPJ-08-2016-0046
Somjai, S., Fongtanakit, R., & Laosillapacharoen, K. (2020). Impact of environmental commitment, environmental management accounting and green innovation on firm performance: An empirical investigation. International Journal of Energy Economics and Policy, 10(3), 204-210. https://doi.org/10.32479/ijeep.9174
Susanto, A., & Meiryani, M. (2019). Antecedents of environmental management accounting and environmental performance: Evidence from Indonesian small and medium enterprises. International Journal of Energy Economics and Policy, 9(6), 401-407. https://doi.org/10.32479/ijeep.8366
Virtanen, T., Tuomaala, M., & Pentti, E. (2013). Energy efficiency complexities: A technical and managerial investigation. Management Accounting Research, 24(4), 401-416. https://doi.org/10.1016/j.mar.2013.06.002
Zhao, D., & Strotmann, A. (2008). Evolution of research activities and intellectual influences in information science 1996–2005: Introducing author bibliographic‐coupling analysis. Journal of the American Society for Information Science and Technology, 59(13), 2070-2086. https://doi.org/10.1002/asi.20910
Zupic, I., & Čater, T. (2014). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429-472. https://doi.org/10.1177/1094428114562629
Appannan, J. S., Mohd Said, R., Ong, T. S., & Senik, R. (2023). Promoting sustainable development through strategies, environmental management accounting and environmental performance. Business Strategy and the Environment, 32(4), 1914-1930. https://doi.org/10.1002/bse.3227
Appiah, B. K., Zhang, D., Majumder, S. C., & Monaheng, M. P. (2020). Effects of environmental strategy, uncertainty and top management commitment on the environmental performance: Role of environmental management accounting and environmental management control system. International Journal of Energy Economics and Policy, 10(1), 360-370. https://doi.org/10.32479/ijeep.8697
Asiaei, K., Bontis, N., Alizadeh, R., & Yaghoubi, M. (2022). Green intellectual capital and environmental management accounting: Natural resource orchestration in favor of environmental performance. Business Strategy and the Environment, 31(1), 76-93. https://doi.org/10.1002/bse.2875
Bornmann, L., & Mutz, R. (2015). Growth rates of modern science: A bibliometric analysis based on the number of publications and cited references. Journal of the association for information science and technology, 66(11), 2215-2222. https://doi.org/10.1002/asi.23329
Bresciani, S., Rehman, S. U., Giovando, G., & Alam, G. M. (2023). The role of environmental management accounting and environmental knowledge management practices influence on environmental performance: mediated-moderated model. Journal of Knowledge Management, 27(4), 896-918. https://doi.org/10.1108/JKM-12-2021-0953
Chan, H. K., Wang, X., & Raffoni, A. (2014). An integrated approach for green design: Life-cycle, fuzzy AHP and environmental management accounting. The British Accounting Review, 46(4), 344-360. https://doi.org/10.1016/j.bar.2014.10.004
Chang, H. C. (2013). Environmental management accounting in the Taiwanese higher education sector: Issues and opportunities. International Journal of Sustainability in Higher Education, 14(2), 133-145. https://doi.org/10.1108/14676371311312851
Chaudhry, N. I., & Amir, M. (2020). From institutional pressure to the sustainable development of firm: Role of environmental management accounting implementation and environmental proactivity. Business Strategy and the Environment, 29(8), 3542-3554. https://doi.org/10.1002/bse.2595
Christine, D., Yadiati, W., Afiah, N. N., & Fitrijanti, T. (2019). The relationship of environmental management accounting, environmental strategy and managerial commitment with environmental performance and economic performance. International Journal of Energy Economics and Policy, 9(5), 458-464. https://doi.org/10.32479/ijeep.8284
Clarkson, P. M., Li, Y., Richardson, G. D., & Vasvari, F. P. (2008). Revisiting the relation between environmental performance and environmental disclosure: An empirical analysis. Accounting, organizations and society, 33(4-5), 303-327. https://doi.org/10.1016/j.aos.2007.05.003
Dasanayaka, C. H., Murphy, D. F., Nagirikandalage, P., & Abeykoon, C. (2021). The application of management accounting practices towards the sustainable development of family businesses: A critical review. Cleaner Environmental Systems, 3, 100064. https://doi.org/10.1016/j.cesys.2021.100064
Deb, B. C., Rahman, M. M., & Rahman, M. S. (2022). The impact of environmental management accounting on environmental and financial performance: empirical evidence from Bangladesh. Journal of Accounting & Organizational Change, 19(3), 420-446. https://doi.org/10.1108/JAOC-11-2021-0157
Derchi, G. B., Burkert, M., & Oyon, D. (2013). Environmental management accounting systems: A review of the evidence and propositions for future research. Accounting and control for sustainability, 197-229. https://doi.org/10.1108/S1479-3512(2013)0000026006
Ellegaard, O., & Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact? Scientometrics, 105, 1809-1831. https://doi.org/10.1007/s11192-015-1645-z
Ferreira, A., Moulang, C., & Hendro, B. (2010). Environmental management accounting and innovation: an exploratory analysis. Accounting, Auditing & Accountability Journal, 23(7), 920-948. https://doi.org/10.1108/09513571011080180
Fuzi, N. M., Habidin, N. F., Janudin, S. E., & Ong, S. Y. Y. (2019). Environmental management accounting practices, environmental management system and environmental performance for the Malaysian manufacturing industry. International Journal of Business Excellence, 18(1), 120-136. https://doi.org/10.1504/IJBEX.2019.099452
Guenther, E., Endrikat, J., & Guenther, T. W. (2016). Environmental management control systems: a conceptualization and a review of the empirical evidence. Journal of cleaner production, 136, 147-171. https://doi.org/10.1016/j.jclepro.2016.02.043
Gunarathne, A. N., Lee, K. H., & Hitigala Kaluarachchilage, P. K. (2021). Institutional pressures, environmental management strategy, and organizational performance: The role of environmental management accounting. Business Strategy and the Environment, 30(2), 825-839. https://doi.org/10.1002/bse.2656
Hanif, S., Ahmed, A., & Younas, N. (2023). Examining the impact of environmental management accounting practices and green transformational leadership on corporate environmental performance: the mediating role of green process innovation. Journal of cleaner production, 414, 137584. https://doi.org/10.1016/j.jclepro.2023.137584
Hasan, S. A. S., Waghule, S., Al Koliby, I. S., Al-Bukhrani, M. A., Al Haifi, M. M., & Hasan, M. B. (2024). Innovating for sustainability: the role of environmental management accounting in driving environmental performance. Discover Sustainability, 5(1), 1-14. https://doi.org/10.1007/s43621-024-00389-x
Hasan, S. A. S., Waghule, S., & Hasan, M. B. (2024). Linking environmental management accounting to environmental performance: the role of top management support and institutional pressures. Cogent Business & Management, 11(1), 2296700. https://doi.org/10.1080/23311975.2023.2296700
Henri, J.-F., & Journeault, M. (2008). Environmental performance indicators: An empirical study of Canadian manufacturing firms. Journal of environmental management, 87(1), 165-176. https://doi.org/10.1016/j.jenvman.2007.01.009
Javed, F., Yusheng, K., Iqbal, N., Fareed, Z., & Shahzad, F. (2022). A systematic review of barriers in adoption of environmental management accounting in Chinese SMEs for sustainable performance. Frontiers in public health, 10, 832711. https://doi.org/10.3389/fpubh.2022.832711
Jermsittiparsert, K., Somjai, S., & Toopgajank, S. (2020). Factors affecting firm's energy efficiency and environmental performance: the role of environmental management accounting, green innovation and environmental proactivity. International Journal of Energy Economics and Policy, 10(3), 325-331. https://doi.org/10.32479/ijeep.9220
Kong, Y., Javed, F., Sultan, J., Hanif, M. S., & Khan, N. (2022). EMA implementation and corporate environmental firm performance: a comparison of institutional pressures and environmental uncertainty. Sustainability, 14(9), 5662. https://doi.org/10.3390/su14095662
Latan, H., Jabbour, C. J. C., de Sousa Jabbour, A. B. L., Wamba, S. F., & Shahbaz, M. (2018). Effects of environmental strategy, environmental uncertainty and top management's commitment on corporate environmental performance: The role of environmental management accounting. Journal of cleaner production, 180, 297-306. https://doi.org/10.1016/j.jclepro.2018.01.106
Lutfi, A., Alqudah, H., Alrawad, M., Alshira’h, A. F., Alshirah, M. H., Almaiah, M. A., Alsyouf, A., & Hassan, M. F. (2023). Green environmental management system to support environmental performance: what factors influence SMEs to adopt green innovations? Sustainability, 15(13), 10645. https://doi.org/10.3390/su151310645
Mat Yusoh, N. N. A., & Tuan Mat, T. Z. (2019). Environmental management accounting adoption barriers among Malaysian hotel companies. https://doi.org/10.5430/ijfr.v11n3p31
Mohamed, R., & Jamil, C. Z. M. (2020). The influence of environmental management accounting practices on environmental performance in small-medium manufacturing in Malaysia. International Journal of Environment and Sustainable Development, 19(4), 378-392. https://doi.org/10.1504/IJESD.2020.110643
Nagirikandalage, P., Kooli, K., & Binsardi, A. (2023). Exploring the evolvement of environmental management accounting practices for achieving SMEs' sustainability in an emerging economy. International Journal of Accounting, Auditing and Performance Evaluation, 19(2), 203-219. https://doi.org/10.1504/IJAAPE.2023.132404
Nguyen, T. M. A. (2024). Adoption of environmental management accounting in Vietnamese enterprises: An empirical analysis of influencing determinants. PloS one, 19(7), e0304902. https://doi.org/10.1371/journal.pone.0304902
Nyahuna, T., & Doorasamy, M. (2021). Application of environmental management accounting by small and medium enterprises in South Africa. Environmental Economics, 12(1), 103. https://doi.org/10.21511/ee.12(1).2021.09
Qian, W., Hörisch, J., & Schaltegger, S. (2018). Environmental management accounting and its effects on carbon management and disclosure quality. Journal of Cleaner Production, 174, 1608-1619. https://doi.org/10.1016/j.jclepro.2017.11.092
San, O. T., Heng, T. B., Selley, S., & Magsi, H. (2018). The Relationship between Contingent Factors that Influence the Environmental Management Accounting and Environmental Performance among Manufacturing Companies in Klang Valley, Malaysia. International Journal of Economics & Management, 12(1), 205-232. http://www.myjurnal.my/public/article-view.php?id=123990
Solovida, G. T., & Latan, H. (2017). Linking environmental strategy to environmental performance: Mediation role of environmental management accounting. Sustainability Accounting, Management and Policy Journal, 8(5), 595-619. https://doi.org/10.1108/SAMPJ-08-2016-0046
Somjai, S., Fongtanakit, R., & Laosillapacharoen, K. (2020). Impact of environmental commitment, environmental management accounting and green innovation on firm performance: An empirical investigation. International Journal of Energy Economics and Policy, 10(3), 204-210. https://doi.org/10.32479/ijeep.9174
Susanto, A., & Meiryani, M. (2019). Antecedents of environmental management accounting and environmental performance: Evidence from Indonesian small and medium enterprises. International Journal of Energy Economics and Policy, 9(6), 401-407. https://doi.org/10.32479/ijeep.8366
Virtanen, T., Tuomaala, M., & Pentti, E. (2013). Energy efficiency complexities: A technical and managerial investigation. Management Accounting Research, 24(4), 401-416. https://doi.org/10.1016/j.mar.2013.06.002
Zhao, D., & Strotmann, A. (2008). Evolution of research activities and intellectual influences in information science 1996–2005: Introducing author bibliographic‐coupling analysis. Journal of the American Society for Information Science and Technology, 59(13), 2070-2086. https://doi.org/10.1002/asi.20910
Zupic, I., & Čater, T. (2014). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429-472. https://doi.org/10.1177/1094428114562629
Trích dẫn bài báo
Tăng, T. P. (2025). Phân tích trắc lượng thư mục về kế toán quản trị môi trường và hiệu suất môi trường. Tạp chí Nghiên cứu Tài chính - Marketing, 16(4), 150-162. https://doi.org/10.52932/jfmr.v16i4.651